As consulting Lead Copywriter for an ad agency, I needed to improve the response from a Video Sales Letter that the agency had paid a top VSL writer to produce.
It wasn’t converting well and I felt the copy overall was strong but the lead (the introductory attention grabber) seemed to lack empathy with the audience.
I completely replaced the lead section.
Here are results of the split test on the Video Sales Letter version using the old copy against my new copy.
(Coloured screenshots come from the video analytics software showing engagement levels of both variants)
Original lead variant: 25% retention past the lead.
My new lead variant: 44% retention past the lead.
This meant the new lead increased engagement by… well, a lot depending on which stat you calculate from. 🙂
Here’s the copy, slightly modified for use as the long-form transcript of the VSL:
I was offered this report while searching for something more comprehensive and more reliable, than all the popular health supplements that get bandied about online like candy…
You may know the one’s I mean. Maybe you’ve tried them out yourself…
And sure, I got great results in the past from things like Omega-3, CoQ10, Resveratrol… even Algae Powder.
(my wife got me onto that awful stuff after I started suffering with erection problems hoping it would fix me)
…and I was looking for something all-inclusive… something for complete masculine health… and specially designed for men over 40.
Something that could literally be felt in every area of my body, for all areas of my life.
From ‘Balls-to-Bones’, so to speak…
And after days of searching, a trusted health advisor who I interviewed by phone offered to send me a 30-page report chock-full of his research.
And What I Read Changed My Life Forever
“…multi-billion dollar research by the U.S. Army revives the health of our soldiers for peak performance — at any age!”
Dr. Dan Johnson of The Comprehensive Fitness Program of The U.S. Army announced: “The U.S. Military has a strong interest in the potential health benefits of this formula”
“…Restores your ability to carry out complex tasks, both physically and mentally, allowing you to function in all areas of your life with peak performance.”
“What the Army calls Executive Function”
Believe it or not, that was just one of the tips I learned.
The Report Covered Everything I Feared About Aging
I felt like I’d struck oil!
And my wife’s expression was priceless after my bedroom performance just a matter of weeks later.
It all begins with shocking insight about:
[the original script continued from here]
The Causes Of Decline For Civilian Men Age 40 And Over